Page 8 - Export and Trade

Message from Export New Zealand

Time to think outside the square

-XVW DERXW HYHU\ VHFRQG GD\ ZH OHDUQ RI H[WUHPH JOREDO offerings into a new era with demonstrable added value.
political issues and very often confrontational measures %XW ¿UVW ZH KDYH WR FRQVLGHU IRUHLJQ PDUNHW QHHGV
taking place somewhere in our targeted export markets; and wants, translate these into product development and
to the extent that one wonders what portion of these ‘produce the goods’.
are ‘fake news’ and which are sophisticated messages Additionally, there are a good many membership
and requiring of greater understanding in all respects – organisations that stand ready to help and mentor
ethnically, technically, sophistication. new and old exporters. They consist of well-meaning
While we have many proven exporters who are moving enthusiasts for exporting – some with many years of
with these demands, there are implied warnings here for experience in diverse markets; many with enlightened
us all. new ideas and techniques.
We must keep asking ourselves the question. Are A chat over a coffee is often a good way of ‘tilling new
we truly in touch with our markets and meeting, or grounds’ and sparking a revitalisation of many of our
exceeding, their demands? export offerings.
Are we moving forward, or are we fading and going I invite you to join these organisations and see what
backwards? inspiration you might enlist in return.

We are seeing pressure on our primary sectors with The year 2018 will be a good time to let the new
their effect on climate change. government know about your plans to raise productivity,
While we have done well to diversify our exports to to take on real innovative techniques by thinking ‘outside
date, so that not everyone leaving school is required of the square.’
to work down on the farm, we must continue to offer A call to New Zealand Trade and Enterprise will
meaningful careers and opportunities for our young folk. steer you in the right direction for any assistance that
Government, industry and our educators have a government can offer.
responsibility to follow a well-conceived route by which Don’t die wondering – join up and ask!
we continue to earn our future lifestyle through a diverse
range of exportable goods and services – thereby providing Much of the new technology and digitisation that we
meaningful work and careers here in New Zealand. must adopt is nowadays mostly in the hands of our youth.
Export marketing and sales must nowadays be deeply We must open up the opportunities that abound through
connected offshore; our people must be domiciled in the skills of our young.
markets where we can connect daily with the people and Many have proven themselves through international
understand their market demands and the whims of a exposure – Kiwibots New Zealand is part of a global
diverse range of consumers’ needs. robotics competition for young folk that New Zealand
Goods and services must forever be under evaluation teams have led from the top for over a ten year period.
and improvement. I cannot think of any product or service We have the demonstrative skills right here, right now,
that could not stand a revamp or at least a thorough ‘up- let’s tap into them and accelerate our move up the global
ending and shaking’. product innovation, and technology, ladder.
Happy hunting in 2018!
We are fortunate in that we have private and government
institutions throughout New Zealand that can assist us Sir Ken Stevens
with our product improvement, redevelopment and rebirth. Chairman
They are there to assist us – let’s use them and move our Export NZ – National Advisory Board

6 NZ Export & Trade Handbook 2018